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Arm & Hammer 4x detergent claims questioned by competitor.
January 13, 2014
By: Christine Esposito
Editor-in-Chief
The National Advertising Division (NAD) has recommended that Church & Dwight discontinue certain claims for Arm & Hammer Ultra Power 4x Concentrated Liquid Laundry Detergent and Arm & Hammer Sensitive Skin 4x Concentrated Liquid Laundry Detergent. NAD determined, however, that the advertiser could support a “50% Whiter” claim, but recommended that the basis of comparison for the claim – the advertiser’s own “Xtra” liquid laundry detergent – be made more clear to consumers. Th...
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